By: Pat Seroka
Your ad agency is your most important partner in growing your business, and like your attorney or accountant, they can only provide results if you share all the details with them.
To get the greatest bang from your ad agency you need to consider these 4 “rules of engagement.”
First – they will need to know your competitive advantages and disadvantages, where you really excel, areas where your competitors are truly a threat – and all the details in between. Hopefully, you’ve selected an agency with deep experience in your vertical so that they will grasp the inside value and begin asking intelligent questions to formulate the right marketing strategy for your company. They may want to get more information and validate your perceptions – so let them have questions. After all, doubt leads to investigation and investigation leads to wisdom.
Second – be crystal clear with your expectations. What exactly do you want to accomplish, with what funding and within what time frame? Are you looking to launch or re-launch a product or service or to grow your company’s overall market share? Create agreement in advance on how results will be evaluated.
Third – be open to their suggestions and be prepared for ideas outside your comfort zone. A well-executed campaign is more like a symphony than an act. Depending on your budget and time frame, your agency should suggest a blend that may include PR with social media, along with traditional advertising, speaking engagements, trade shows and much more. And give them some freedom with their copy and graphics. After all, they are the expert communicators. You are seeking results, not alignment with your personal tastes and preferences.
And fourth – view the long game. If you’ve done your homework and selected a firm with deep experience in your industry, that focuses on strategy, is creative, has the capability to execute the many contemporary facets of marketing, and most importantly, is demonstrating success –you’ve got a winner. Treat them to a dessert at your next business dinner and give them room to grow your company.
And if you’re in the mortgage or fintech industry looking for a fresh approach to your marketing, send me a note, I’d love to discuss your growth.